Dineva, Denitsa  ORCID: https://orcid.org/0000-0003-0451-9021, Breitsohl, Jan, Garrod, Brian and Megicks, Philip
2020.
Consumer responses to conflict-management strategies on non-profit social media fan pages.
Journal of Interactive Marketing
52
, pp. 118-136.
10.1016/j.intmar.2020.05.002
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Abstract
Past research has demonstrated that consumer-to-consumer (C2C) conflicts, here defined as uncivil social interactions between consumers, can have a negative impact on consumers’ engagement in social media fan pages (SMFPs). Little is known, however, about how best to manage such conflicts, and this is particularly true in the non-profit context. This paper follows a mixed-method approach in order to address this research gap. Study 1 uses a netnography of a non-profit organization (NPO) to examine how it manages C2C conflicts on its SMFP. Five different conflict-management strategies are identified: non-engaging, censoring, bolstering, educating, and mobilizing. These findings inform Study 2, an online experiment to test how different strategies affect consumers’ attitudes towards the conflict-management approach itself and towards the NPO’s social responsibility. Study 2 also accounts for the moderating effect of the conflict content, differentiating between whether a conflict relates to a consumer’s self-benefit or the benefit to others. Our results offer insights for practitioners into preferable content management strategies when consumers engage in different types of conflict on social media platforms.
| Item Type: | Article |
|---|---|
| Date Type: | Publication |
| Status: | Published |
| Schools: | Schools > Business (Including Economics) |
| Additional Information: | Released with a Creative Commons Attribution Non-Commercial No Derivatives License (CC BY-NC-ND) |
| Publisher: | Elsevier |
| ISSN: | 1094-9968 |
| Date of First Compliant Deposit: | 12 August 2020 |
| Date of Acceptance: | 24 May 2020 |
| Last Modified: | 03 Dec 2024 16:15 |
| URI: | https://orca.cardiff.ac.uk/id/eprint/134104 |
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